Three things you need to know before developing your brand
So what's in a brand? Your integrity. Your identity. Your soul.
Your brand must convey who you are and what you do while being cognizant of who your audience is. Your brand has to speak for your organization and be reflective of your corporate vision and mission. The right choice of colour, texture, graphics and text should be measured against a backdrop of your company’s history, competition, market conditions and customer expectations. Your brand, simply put, is an expression of how you want to be seen in the market.
There was a time when your brand hung on a sign outside your front door, was seen on billboards and in a newspaper add or two, and if you could afford it, television.
Today, your brand exists in an online environment that extends globally. Your competition is no longer just down the road, it’s across the planet. Doing business with far-off customers and local patrons is the norm and your brand must stand out in a world of constant competition.
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